Brotherhood - Marketing Communications Booklet MCB - WELLS | Page 4

S O Social Media will be an integral part of Brotherhoods marketing strategy. Using each platform to engage with its target consumer of males 25-45 years old. In recent years the concern of male health has been on the increase, tapping into male’s mental wellbeing and the need to get men talking in the age of redefining masculinity due to the high levels of suicide amongst this gender. Research by Mintel highlights how male consumers are more comfortable making private matters public than ever before, but many are continuing to suffer in silence. Through an active social media presence Brotherhood aims to reach males seeking help on the social media platforms they use every day. Even if they do not engage with the website straight away we strive to be their first point of reach when in need, helping to boost brand recognition and increase brand loyalty among consumers. Developing a strong social media presences across the most used social-networking platforms by their customer base will help to drive targeted traffic in the first twelve months. 72% of men use social media on a regular basis, research shows that LinkedIn, YouTube and Facebook are the highest used social platform among men (Brandwatch.com, 2015). As a long term aspect of the marketing mix, Brotherhood will have accounts on Facebook, Instagram, Twitter and LinkedIn. Brotherhood understands the power of social media in a digital age using these platforms to work seamlessly together with the website for greater reach and to encourage men to seek supportive connections in times of social isolation and disconnect.